A synthesis of research on the marketing-sales interface (1984–2020)

This paper summarizes nearly four decades of research focusing on the relationship between the marketing and sales (M&S) functional units within a firm. As the M&S functions are among the most influential in the firm and have a strong impact on firm performance, the M&S interface literature continues to grow but remains fragmented. Based on a review of 89 marketing articles covering a 37-year period, the authors provide a synthesis of M&S interface research from thematic, theoretical, and methodological perspectives. Twelve managerial insights emerge from the review. The analysis also leads to a holistic future research agenda derived from observed gaps in the M&S interface literature.